Identity Guide

Using your Mood Board for reference, explore possible designs for a visual identity guide that explains the brand you have developed. This guide needs to represent the identity guidelines in a design that also successfully captures the essence of your brand image. It will be viewed by everyone from consumers to brand managers within the company. For content, find or create imagery that is appropriate to your brand identity, but be sure to give credit where credit is due. You can research content from existing companies in your market, but you must write your own final content.

Your identity guide must contain detailed production guidelines for your identity. These specifications will be inserted into a multi-page promotional design.

Step One –Grid Layout Exploration

View an example of grid layout explorations

Grids are an organizational tool used to create structure on the page. In a multi-page document they can create variety while retaining a cohesive design. Grids are not restrictive, but allow diverse elements to coexist. As you explore design concepts for your project, consider which grid best suits the objectives of your brief.

Consider the line-length that will be created by your column width. Structure your columns for readable text.

Minimum Requirements

The following requirements must be met in order to receive a grade of a B. To receive a higher grade, it is expected that these requirements will be exceed. View an explanation of how grades are assigned.

Length

You should have three separate grid systems, each experimenting with different margins, number of columns or flow-lines. Each of your three systems should have eight separate layout possibilities as you explore a diversified approach to your design. (This makes for a total of 24 sketches)

Presentation

Sketch your grids on graph paper.

Resources

Step Two –Drafts

The following sections must be represented first in a detailed outline and then in your overall design. You should expand on these and add any additional features that are appropriate to your brand strategy. The goal is to clearly define the use of your logo identity while promoting an essence for your brand.

You will submit a total of five drafts before the final guide is due. Each draft should have apparent changes made and new content added.

Draft One

The following sections should be completed:

  1. Table of Contents
  2. Mission Statement
  3. Logo Guidelines
  4. Corporate Colors
  5. Typography

Draft Two

The following sections should be completed:

  1. Stationary (including letterhead and forms such as fax cover sheets and invoices)
  2. Packaging (including bags, tags, and boxes)

Draft Four

The following sections should be completed:

  1. Apparel (uniforms, aprons, etc.)
  2. Vehicles (cars, trucks, vans, etc.)

Final Draft

All sections should be completed at the final draft. Sections to add:

  1. Merchandising (including promotional giveaways, gift certificates, etc.)
  2. Environmental (including in-store and storefront signage, windows, and interiors)
  3. A minimum of one additional section.
  4. Credits (include credits for all imagery or content that is not your own)

Step Three –Final Identity Guide

View an example of a completed identity guide 1

View an example of a completed identity guide 2

View an example of a completed identity guide 3

View an example of a completed identity guide 4

With the identity guide completed, print and bind a copy of your guide. Package your InDesign file and submit to the appropriate folder on DropBox.

Minimum Requirements

The following requirements must be met in order to receive a grade of a B. To receive a higher grade, it is expected that these requirements will be exceed.

Length

There is no pre-set page length, however, you must include the following sections. Additional sections can be added as appropriate.

  1. Table of Contents
  2. Mission Statement
  3. Logo Guidelines
  4. Corporate Colors
  5. Typography
  6. Stationary (including letterhead and forms such as fax cover sheets and invoices)
  7. Packaging (including bags, tags, and boxes)
  8. Merchandising (including promotional giveaways, gift certificates, etc.)
  9. Environmental (including in-store and storefront signage, windows, and interiors)
  10. Apparel (uniforms, aprons, etc.)
  11. Vehicles (cars, trucks, vans, etc.)
  12. Credits (include credits for all imagery or content that is not your own)
  13. A minimum of one additional section.

Presentation

Your Identity Guide must be created as an InDesign document. The final guide should be printed and assembled in a clean, professional manner.

Assessment

The final logo design will be graded using a design rubric that assesses the use of design principles in the final solution.